There are several studies that investigate the impact of social media on marketing and the purchasing behavior of consumers, and although these studies are interesting, there is still a need to get a deeper understanding of this impact. Nevertheless, the purpose of this research is to investigate the ways in which Mumbaicustomers of commercial banks utilize social media sites and the influence that social media has on their purchasing choices. The sample for this study consisted of 200 distinct individuals. The research indicates that the use of social media by consumers has a 69% impact on their purchasing behavior. Additionally, the majority of customers utilized Facebook, and 73% of them said that it influenced their purchasing habits. Interactivity is the most significant component that influences the interaction between social media and the purchasing decisions of consumers, accounting for 63% of the total influence. The significance of this data shows that commercial banks in Mumbai should concentrate on their marketing strategy since they have the ability to capture the power of influence that social media can provide.

SocialMedia,ConsumerBuyingBehavior,SourceofInformation,Interactivity,Credibility